Sohum Shah, known for his pivotal role in the critically acclaimed Tumbbad, has shared his thoughts on the evolving landscape of cinema and his team’s marketing efforts for the film’s re-release. In a candid conversation, Shah revealed how the film’s success among younger audiences, particularly Gen Z, reflects a larger shift in viewer preferences post-Covid.
“I noticed that Tumbbad was watched by many youngsters, the Gen Z kids. They don’t want anything predictable. They don’t want formula films. Post-Covid, people have been exposed to so much good quality work in international cinema that filmmakers have to work harder to impress the audience,” Shah explained in an recent interview. This insight highlights how contemporary filmgoers are increasingly seeking original, unpredictable narratives that push boundaries, a trend that Tumbbad exemplifies with its haunting storyline and unique approach to genre.
In addition to its creative success, the re-release of Tumbbad also provided Shah and his team with an opportunity to delve into the intricacies of marketing, an area he acknowledges as crucial for independent filmmakers. Reflecting on the experience, he shared, “I think the year’s biggest learning was that I understood marketing a little, which is important for people making independent films. We are passionately making films like Tumbbad and Ship of Theseus. But now I feel we have understood some aspect of marketing with the Tumbbad re-release.”
Looking ahead to 2025, Shah is optimistic about the future of cinema, emphasizing the importance of content-driven success. “I hope the new year keeps up this trend of making content win. That will be the true legacy of 2024 for me,” he said.
